Durex Global Sex Survey Reveals Greater Sexual Satisfaction And More Condoms For First Timers
• The percentage of those using a condom for their first sexual experience in India has risen by more than a third since 2006 to 59%
• India recorded the highest rates of satisfaction globally, as 76% stated they were satisfied physically and 73% reported being satisfied emotionally.
• In India, men are 20% more likely than women to experience orgasms almost always or always during sex
Chennai: The percentage of people in India using a condom during their first sexual experience has risen by 37% since 2006, to 59% in 2024, according to Durex’s latest Global Sex Survey.
Durex is now present at 2 billion sexual occasions globally each year and, over the last two decades, more than 118,000 people across the world have participated in its Global Sex Survey. The latest 2024 edition* was conducted in 36 countries.
The fourth edition of the world’s most comprehensive sexual health and wellbeing survey, in celebration of Durex’s 95th anniversary, found that condoms remain the most popular method of contraception, especially with first timers. Globally, 55% of respondents used condoms during their first sexual experiences, up 34% from 2006.
This is especially important because those who use condoms during their first sexual experience are nearly three times more likely to continue using them in the future.
Greater sexual satisfaction
The latest data has unveiled that levels of sexual satisfaction have increased across the world, as 57% of respondents stated they are emotionally satisfied and 56% said they were physically satisfied with their sex lives, marking a 12% rise in emotional satisfaction and a 21% rise in physical satisfaction since 2006.
India recorded the highest rates of satisfaction globally, as 76% stated they were satisfied physically and 73% reported being satisfied emotionally. However, Durex’s latest results also show that men are 20% more likely than women to experience an orgasm ‘almost always’ or ‘always’ during sex.
Globally, those who are sexually active and use Durex across the world are 25% more satisfied with their sex lives than those who don’t. As the #1 condom and lube brand globally , Durex contributes to enhancing sexual pleasure and freedom – it will continue to do so through compelling and powerful communication and education.
Ben Wilson, Intimate Wellness Global Category Director at Durex-owner Reckitt, said: “It’s encouraging to see that so many people are enjoying a satisfying, fulfilling sex life in many of the countries who took part in this year’s survey. We know that intimate wellness can be a significant contributor to overall health, and we’re committed to ensuring everyone has a sex life they feel positive about. Durex has been a pioneer of innovation and cultural leadership for 95 years, and we’re only just getting started. With exciting innovations and an ever-increasing understanding of what consumers really want, the next 95 years will help us bring great sex to even more people around the world.”
This year’s results have revealed that globally those who are satisfied with their sexual wellbeing have better overall wellbeing too, as 51% of sexually satisfied people agreed that they feel healthier, 51% agreed they are more confident, and 65% agreed they feel happier.
Meanwhile, 54% of respondents strongly agreed that their sex lives are exciting, up 11% since 2006.
People who took part in the 2024 Survey are increasingly spicing things up in the bedroom too. The number of people who have bought a sex toy has grown by 46% and those using lube by 6% too when compared to results from 2017.
But it is not just in the bedroom that people are spicing things up. 11% of respondents in India stated that ‘sexting’ was also a part of their current sex lives with their partners. This rises to 15% amongst 25–34-year-olds and increases further to 16% of those who identified as Gay or Lesbian.
Loud and proud
Durex’s Global Sex Survey has also revealed that society is becoming more open to sexual diversity, with the number of respondents stating that it is acceptable to have a same-sex partner increasing by 34% globally since 2006. In India, it has risen by 13%.
Globally, 44% of respondents aged 18-24 identified themselves as “not fully straight”.
Durex is steadfast in its commitment to supporting everyone, everywhere in having great sex, and is proud of its role as an ally to its LGBTQ+ consumers, and the wider LGBTQ+ community.
Durex’s brand purpose is to provide the safety and freedom for you to pursue your sexual pleasure. In 2023, Pink News, a leading UK LGBTQ+ publication named Durex its Brand Ally of the Year, while Reckitt was awarded the Stonewall Gold Award and featured in its 2023 Top 100 Employers list.
The prevalence of pornography and experimentation
The prevalence of pornography continues to grow as the number of respondents globally who watched porn at least once in their life has increased by 15% since 2017. This increase is seen across both men and women, as women now account for 44% of viewers.
Globally, nearly a third or 31% of survey respondents also revealed they’ve worn “sexy” underwear to enhance a sexual experience, and 31% have either given or received a sensual massage to get in the mood, perhaps highlighting people are experimenting more in the bedroom.
You can find tips, guidance and advice on sexual health and wellbeing online here: www.durex.co.uk
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Notes to Editor:
*The Global Sex Survey was fielded by Toluna Harris Interactive and surveyed 29,500 people across 36 countries between January and April 2024.
Results are weighted to be representative of the national populations in all countries according to age, gender, and region.
The findings within this press release from the 2024 Global Sex Survey are sourced from the full set of data across all 36 countries, while percentage increases/decreases from previous Global Sex Surveys are sourced from wave-on-wave data across 23 selected countries.
Summary data scores within this press release are sourced from both the top two and top three responses to questions from the Global Sex Survey.
About Durex:
Durex is the #1 condom and lubes brand in the world and now has a portfolio which caters to wider intimate wellness needs including toys. Durex was “born” in Soho in 1929 – the end of the “roaring 20s” decade – and brought the world together through a shared desire: Sex.
Durex is a brand with a strong history of innovation, culture-shaping and challenging taboos.
Durex as a brand is always evolving (its innovation process, portfolio, and communications) to stay at the forefront of culture and societal norms/attitudes on sex, which are also always evolving.
Durex plays an important role in driving education, conversations about sex around the world, where this is not always the norm. In this way, Durex is helping shape culture around sex, rather than respond to it.
We take our role very seriously, as an ally for modern consumers, whose preferences, orientations, actions, and attitudes don’t always fit into traditional categories. Our consumers are becoming more fluid, and so is Durex.
About Reckitt:
Reckitt* exists to protect, heal and nurture in the pursuit of a cleaner, healthier world. We believe that access to the highest-quality hygiene, wellness and nourishment is a right, not a privilege.
Reckitt is the company behind some of the world’s most recognisable and trusted consumer brands in hygiene, health and nutrition, including Air Wick, Calgon, Cillit Bang, Clearasil, Dettol, Durex, Enfamil, Finish, Gaviscon, Harpic, Lysol, Mortein, Mucinex, Nurofen, Nutramigen, Strepsils, Vanish, Veet, Woolite and more.
Every day, around 30 million Reckitt products are bought globally. We always put consumers and people first, seek out new opportunities, strive for excellence in all that we do and build shared success with all our partners. We aim to do the right thing, always.
We are a diverse global team of c. 40,000 colleagues. We draw on our collective energy to meet our ambitions of purpose-led brands, a healthier planet and a fairer society. Find out more, or get in touch with us at www.reckitt.com
*Reckitt is the trading name of the Reckitt Benckiser group of companies.
About Toluna:
Toluna empowers leading brands and agencies to conduct research without limits by unifying the best of technology, the best of research science, the best of global panel, and made-to-measure service to scale your business. Toluna is powered by 2650 employees worldwide, delivering critical insights in over 90 markets to many of the world’s most renowned brands and agencies. Toluna is the parent company of Metrixlab, Harris Interactive, GutCheck and KuRunData. Together, we push market research toward a better tomorrow.
